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Why Social Media Ma.ers  Social Media Op6miza6on (SMO) is the new SEO, or rather two halves of a whole.  SMO is the distribu6on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op6mized to rise to the top of any related search query, where and when it is performed.  Google uses SM content to determine your page rank  SEO + SMO = Ampliﬁed ﬁndability in the tradi6onal and social web. 3

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It’s Growing  Social media adop6on among U.S. small businesses doubled in the past year from 12% to 24%  61% of small business owners use social media to iden6fy and a.ract new customers.  75% surveyed have a company page on a social networking site.  45% expect social media to be proﬁtable in the next 12 months. According to survey conducted by University of Marylands Smith School of Business with Network Solu@ons 6

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Engage and grow your following  Write interes6ng and relevant posts will encourage followers to engage with your posts  Liking, commen6ng and sharing are important  Facebook uses the level of engagement to determine how many people see your posts  Reveal the human side of a company, give it personality  Provide useful informa6on that people won’t get elsewhere (or at least not as quickly)  Respond to comments, complaints, requests real-­‐6me  Have a plamorm for announcing news, promo6ons, events 13

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Twi.er  An informa6onal tool – provides informa6on to others  A conversa6onal tool – respond to other people’s tweets and engage in dialogue  Great way to network and communicate with new and old contacts  You choose the message, not the recipient 32

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Twi.er -­‐ Deﬁni6ons  Tweet -­‐ When you hit send on your 140 characters on twi.er it’s called a tweet or twee6ng  Handle – your Twi.er name @GibbonsDigital – balance short with descrip6ve.  Follow – this is simply the act of adding someone to your list of people you are following – this makes their tweets show up on your homepage.  Replies – this is what it is called when someone writes a tweet directly at your handle -­‐ @GibbonsDigital cool post today blah blah – this is oqen an invite to engage with a follower.  Retweet – this is a tac6c of republishing someone else’s tweet – the original tweet along with author stays in tact, but you are basically showing someone’s tweet to your followers – many people ﬁnd this a great way to add content and acknowledge good stuﬀ from the folks they follow  DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your en6re base of followers might not ﬁnd interes6ng.  Hashtag – this is a way people categorize tweets so that others might use the same tag and eﬀec6vely create a way for people to view related tweets – it will something like #marke6ng – more on this in search. 33

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Engage and grow your following  Listen!  Set up simple searches that allow you to hear men6ons of your company  Twi.er is a real-­‐6me opportunity to listen in on the conversa6ons of 200 million users  Serve as a resource  Provide informa6on that helps your target audience in a quick, easy-­‐to-­‐use format 35

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Engage and grow your following  Listen!  Set up simple searches that allow you to hear men6ons of your company  Twi.er is a real-­‐6me opportunity to listen in on the conversa6ons of 200 million users  Serve as a resource  Provide informa6on that helps your target audience in a quick, easy-­‐to-­‐use format 36

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Engage and grow your following  Use your own style when engaging with others  Provide guidelines for anyone twee6ng on behalf of the company but don’t underes6mate the value of having a “real person” online.  Share the human side of your company and stories about the people doing the twee6ng for the business  Seek opportuni6es to provide photos from events in the community where you or your employees are doing charitable work or even crea6ve promo6onal eﬀorts that are fun or engaging 39

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Engage and grow your following  Ask relevant ques6ons on Twi.er and consumers are happy to share opinions  People like being asked to provide input on topics of interest  Thinking of oﬀering a new product or service? Ask for input beforehand  Take advantage of the online community to gain feedback and generate new ideas that will result connect with the audience served by your business. 40

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Engage and grow your following  Tools that will automa6cally follow Twi.er users -­‐ Twi.er Adder. Most people you follow will follow you back.  Add Twi.er link to your website homepage  Include Twi.er icon on ALL materials that reach your target market 41

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LinkedIn  The world’s largest professional network with over 175 million registered members and growing rapidly.  Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuni6es with a broader network of professionals.  h.p://www.youtube.com/watch?v=ZVlUwwgOfKw

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Engaging on LinkedIn – Status Updates  Share links to interes6ng ar6cles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link.  Pose a ques6on that could lead to solving a problem you have, like: "Anyone know about…?"  Conduct an informal poll rela6ng to a topic that is of interest to you, such as: "What interest rates are you seeing for lines of credit in the current environment?" 58

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Engaging on LinkedIn – Status Updates  Men6on a person or a situa6on that might be helpful to some of your connec6ons, like: "I just met with John Jones from ABC Company and found out ….”  Talk about an event you are a.ending or have a.ended to encourage involvement and/or ques6ons about what you learned there.  Use the "Like" feature when you see a helpful update from one of your connec6ons. Doing this shares that update with your en6re network. This is a great way to give the writer of the helpful update exposure to your network that he/she wouldnt normally have. 59

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Engaging on LinkedIn -­‐ Groups  Quickly discover the most popular discussions in your professional groups.  Have an ac6ve part in determining the top discussions by liking and commen6ng.  Follow the most inﬂuen6al people in your groups by checking the Top Inﬂuencers board or clicking their proﬁle image to see all their group ac6vity.  See both member-­‐generated discussions and news in one sebng.  Easily browse previews of the last three comments in a discussion.  Find interes6ng discussions by seeing who liked a discussion and how many people commented. 62

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Engaging on LinkedIn -­‐ Groups  Click on Groups Directory, search for your industry or a career keyword, and ﬁnd a group that ﬁts your interest.  Once you’ve been accepted to the group you can share relevant content by star6ng a discussion or pos6ng a link in the share box.  Sharing consistently is a good way to quickly iden6fy yourself as an expert in your ﬁeld or industry.  Click on your photo to see your updates as well as what’s changed in the discussions you’ve started, joined or followed.  Good way to keep track of discussions most important to you and your career.  Aqer sharing, check out the newest discussions in the slide show below, and cast your vote by liking or commen6ng.  Under each discussion you’ll see the last 3 members who have commented, click on the headline to see all comments.

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Engaging on LinkedIn – Company Pages  Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuni6es, and job openings.  Also perfect place to start conversa6on with your customers, prospec6ve clients, job seekers, post company updates.  Post industry ar6cles and fun facts.  These updates appear on your company page and also the pages of your followers.  Analy6cs pages to see ac6vity on the page. 64

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What is Pinterest?  Pinterest is a “virtual pinboard” that lets businesses share images and content that are relevant to their customers  Conceptually similar to social bookmarking sites.  Content is organized in “Boards” and organized in categories.  Each piece of content is called a “Pin” 72

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Engaging with Pinterest  Run compe66ons where the winner is the user who pins the best pictures or has the Pinterest board with the best collec6on of pins.  Run oﬀers -­‐ Pin images of oﬀers, giveaways, discounts from your website and detail your oﬀer in the descrip6on, or you can create images exclusively for Pinterest where everything about the oﬀer is wri.en on the image. 78

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Engaging with Pinterest  So make sure you add at one or more shareable image to every page of your website so your readers get to choose their favorite image to pin.  Find the most shared images on Pinterest and get to know who’s sharing them. You need to do this regularly to improve your own Pinterest marke6ng strategy. 79

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Google+ -­‐ Gebng started  Circles -­‐ When gebng started, you can organize those you’re connected to in diﬀerent circles. This allows you to tailor your company’s posts to speciﬁc people who are interested in that topic. Now your page looks rela6ve to a user who enjoys nature, as well as another user who enjoys technology. 91

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Engaging with Google+  Share lots of photos  Think about your business – what images, charts, slides can you share to ignite conversa6ons  Share fresh content, interact with fans, etc.  Promote your Google+ page on your blog and website  When you post a message, photo or link, ask your subscribes to share the content with their Circles 92

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Engage and grow with a Blog  Pose Engaging Ques6ons -­‐ At the end of a post, pose a brain-­‐ s6mula6ng ques6on.  Get readers to oﬀer 6ps -­‐ It could be a problem that you’re facing, or something your customer is facing. Make it a contest; publicly credit the reader with the best 6ps on your blog so that everyone can see.  Start With An Engaging Opener – Your opening should engage the reader from the word go, something that’ll ignite their curiosity, mo6vate their thought process and get them engaged. Make your opener funny, insighmul, poky, wi.y and outrageous if need be.  99

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Engage and grow with a Blog  Make The Content Graphically Vivid -­‐ Paint a picture with your words, and draw people into the scene you’re pain6ng.  Write in your speaking voice, as though you’re chabng with friends.  Provide A Conclusion – sum up the essence of your ar6cle in a short conclusion. Your conclusion should ideally 6e up your points together and provide a short glimpse of what the ar6cle is all about. 100